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CUSTOMER RELATIONS MANAGEMENT PROGRAMME COURSE DESCRIPTION

Code Name of the Course Unit Semester In-Class Hours (T+P) Credit ECTS Credit
IBY416 CUSTOMER RELATIONS MANAGEMENT 5 3 3 5

GENERAL INFORMATION

Language of Instruction : Turkish
Level of the Course Unit : BACHELOR'S DEGREE, TYY: + 6.Level, EQF-LLL: 6.Level, QF-EHEA: First Cycle
Type of the Course : Elective
Mode of Delivery of the Course Unit Face to face
Coordinator of the Course Unit Prof.Dr. OSMAN ERGÜVEN VATANDAŞ
Instructor(s) of the Course Unit

OBJECTIVES AND CONTENTS

Objectives of the Course Unit: This course aims to enable students to define the concept of customer relations, to know the other concepts related to customer relations and explain the connection between them, to comprehend the difference between traditional marketing and focal point, market share and customer share.
Contents of the Course Unit: This course aims to explain the importance of communication with the customers needed to comprehend the management dimensions of customer relations and list these dimensions, explain the concept of communication, communication process and its elements, communication types and the importance of listening for analysing communication barriers with customers.

KEY LEARNING OUTCOMES OF THE COURSE UNIT (On successful completion of this course unit, students/learners will or will be able to)

Explain customer loyalty and quality concepts in customer relations.
Build the comments about the concept of service and its distinctive features.
Interpret the concepts related to customer loyalty.
Develop the methods of service quality.
Apply strategic methods in analysing communication barriers with customers.
Identify strategic methods in customer relations.
Explain the importance of organizational culture which has a great place in the implementation phase of customer relations.

WEEKLY COURSE CONTENTS AND STUDY MATERIALS FOR PRELIMINARY & FURTHER STUDY

Week Preparatory Topics(Subjects) Method
1 - Conceptual definition of customer relations management, its objectives and content, stages Lecture
2 Literature Review Customer satisfaction, definition, determination and malcontent customer behaviours Lecture
3 Literature Review Customer loyalty, impacts of the loyalty Lecture
4 Literature Review Customer relations management and relational marketing, objectives of relational marketing Lecture
5 Literature Review Customer value, Life-long customer value Lecture
6 Literature Review Communication process in the customer relations management Lecture, Discussion
7 Literature Review Importance of customer services and its benefits and progress of customer’s life Lecture, Discussion
8 - MID-TERM EXAM -
9 Literature Review Customer services in customer relations management, actions to be taken in the process of gaining customer Lecture, Discussion
10 Literature Review Customer retention and gaining process and direct marketing Lecture
11 Literature Review Customer relations management and technology Lecture, Discussion
12 Literature Review Measurement of customer relations, focus group meetings Lecture, Discussion
13 Literature Review Consumer Panels, critical incident technique Discussion, Case Study
14 Literature Review Marketing communication and customer feedback Discussion, Case Study
15 Literature Review Customer relations questionnaire Lecture, Discussion
16 - FINAL EXAM -
17 - FINAL EXAM -

SOURCE MATERIALS & RECOMMENDED READING

Demirel, Y. (2017). Musteri Iliskileri Yonetimi, Teori, Uygulama Olcum, 3rd Edition, Istanbul: Seckin Publications.
Odabasi, Y. (2015). Satista ve Pazarlamada Musteri Iliskileri Yonetimi, Aura Is Dunyasi dizisi, 9th Edition, İstanbul.
Bakirtas, H. (2013). Musteri Iliskileri Yonetimi Kavramlar, Modeller ve Stratejiler, Istanbul: Ekin Publications.
Buttle, F. (2008). Customer relationship Management, Concept and Technologies, Second edition, Routledge.

ASSESSMENT

Assessment & Grading of In-Term Activities Number of Activities Degree of Contribution (%) Description
Level of Contribution
0 1 2 3 4 5

CONTRIBUTION OF THE COURSE UNIT TO THE PROGRAMME LEARNING OUTCOMES

KNOWLEDGE

Theoretical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Explain the historical development process of Aviation Management.
2
2
Use computer programs related to Aviation Transportation.
3
3
Define basic concepts related with aviation management.
2

KNOWLEDGE

Factual

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Relate the information and facts in the field with other social sciences such as law, sociology, philosophy and history.
3
2
Classify the relationship between the basic functions of the business and the interactions between these functions.
3
3
Apply knowledge and skills related to his / her field by considering the legal aspect of occupational health and safety.
3
4
Explain the concepts of entrepreneurship and innovation with the field.
2

SKILLS

Cognitive

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage operational activities related to the airline.
2
2
Gain lifelong learning skills and use knowledge of the field in the business life with the awareness of social responsibility.
3

SKILLS

Practical

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Prepare written agreements with relevant institutions in accordance with the legislation.
3
2
Perform the theoretical and practical knowledge related to the field with appropriate analytical methods and modeling techniques in business life.
2
3
Manage all phases from planning to implementation of aviation operations as a member of a team.
3
4
Cooperate with stakeholders related to air transport.
2
5
Develop the modern techniques and tools necessary for applications related to the field.
3

OCCUPATIONAL

Autonomy & Responsibility

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Execute a study in his/her field independently.
2
2
Decide as an individual or a team member to solve the problems encountered in applications related to the field.
3

OCCUPATIONAL

Learning to Learn

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Evaluate advanced knowledge and skills in his/her field with a critical approach.
2
2
Apply activities to improve his/her performance and his / her responsibility in line with the learning objectives by determining the learning needs.
3

OCCUPATIONAL

Communication & Social

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Communicate with people and institutions related to the field in writing and verbally.
2
2
Explain his/her thoughts on the issues related to the field and suggestions for solutions to the problems by the related departments by using supporting quantitative and qualitative data.
4
3
Organize projects and activities for the social environment with social responsibility consciousness and to be able to apply those.
3

OCCUPATIONAL

Occupational and/or Vocational

Programme Learning Outcomes Level of Contribution
0 1 2 3 4 5
1
Manage airports and terminal operations efficiently using aviation and business information.
4

WORKLOAD & ECTS CREDITS OF THE COURSE UNIT

Workload for Learning & Teaching Activities

Type of the Learning Activites Learning Activities (# of week) Duration (hours, h) Workload (h)
Lecture & In-Class Activities 14 3 42
Preliminary & Further Study 13 3 39
Land Surveying 0 0 0
Group Work 0 0 0
Laboratory 0 0 0
Reading 0 0 0
Assignment (Homework) 0 0 0
Project Work 0 0 0
Seminar 0 0 0
Internship 0 0 0
Technical Visit 0 0 0
Web Based Learning 0 0 0
Implementation/Application/Practice 0 0 0
Practice at a workplace 0 0 0
Occupational Activity 0 0 0
Social Activity 0 0 0
Thesis Work 0 0 0
Field Study 0 0 0
Report Writing 0 0 0
Final Exam 1 1 1
Preparation for the Final Exam 6 4 24
Mid-Term Exam 1 1 1
Preparation for the Mid-Term Exam 7 3 21
Short Exam 0 0 0
Preparation for the Short Exam 0 0 0
TOTAL 42 0 128
Total Workload of the Course Unit 128
Workload (h) / 25.5 5
ECTS Credits allocated for the Course Unit 5,0